Conversion rate optimization, sometimes called conversion optimization or CRO, is how we increase the number of people who “convert” on a website.

Converting might be filling out a form, calling on the phone, or doing something else. Unlike pay-per-click campaigns, which aim to increase traffic to your site, CRO aims to get people to take action once they’re on the site. Conversion optimization is an important part of a marketing plan that works in conjunction with search engine optimization. It provides a thorough understanding of your audience, offers them a better website experience, and helps increase the number of customers/clients as your business grows. In other words, CRO means achieving a better return on investment over time.